HYPE x ASOS

“Tense, edgy lines snap with bold, brassy branding; shadowy blacks wrestle blinding, moonlight whites; minimal throughout, sumptuous within – ubiquitous but totally unique, that’s the brand’s way.” The label Hype was born in a bedroom in Leicester and it doesn´t come as a suprise that there is all this hype about it the meantime. It all started like this: “Two friends, both on summer breaks from University, decided they wanted to spend their holiday doing something more than just kicking back and relaxing.” We will skip all the hard working part that happened after that and fast forward to where they are now, as they just announced a covert collab with global online fashion and beauty retailer, ASOS. It contains 18 new pieces and is available exclusively at www.asos.com. The grand lookbook shot was photographed by Gobinder Jhitta starring models Anna Tatton at NEVS and Harry Curran at AMCK, make up by Kellie Jo Licorish Mua and hair styling by Jonahid Miah.